The document outlines Amul's successful branding and business strategy, highlighting its diverse product portfolio and innovative advertising, notably featuring the iconic Amul girl. It details Amul's low-cost price strategy and effective market segmentation, which cater to various consumer demographics. Additionally, it covers Amul's public relations activities, including CSR initiatives and sponsorships aimed at promoting education and community welfare.

2.  INDEX
1. Introduction-Amul As a Brand
2. Business model and Strategy
3. Promotion-Growth and communication
4. Amul Connects rural with urban India-
video
5. PR Strategy
6. Conclusion

3. Amul products have been in use in millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amul spray, Amul
Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made Amul a leading food
brand in India. 50 years after it was first launched, Amul's sale figures have jumped from 1000 tonnes a year in 1966 to over 25,000
tonnes a year in 1997. No other brand comes even close to It. All because a thumb-sized girl climbed on to the hoardings and put a spell
on the masses.
The Amul girl was the brainchild of SylvesterdaCunha, the managing director of the advertising agency AS. The ads were designed
as a series of hoardings with designs relating to day-to-day issues. The brand recall for the Amul girl is phenomenal across India
today. And the biggest reason for this is the topical nature of the ads.The Amul ads have witty one-liners which capture relevant
events that have caught the fancy of the nation.

4. Business model and strategy
Low-Cost Price strategy Low Cost Price Strategy was adopted to make the product
affordable & alluring to consumers by guaranteeing them value for money. The main aim
of Amul is to provide quality products to the consumers at minimum cost.
Product Positioning Strategy-India’s first Pro biotic Wellness Icecream & sugar free
delights for diabetics.
Amul launches “ Fresh Paneer “
free from harmful chemicals.
Effective segmentation- Wide range of product categories caters to consumers across all
market segments. Eg:- Amul Kool is targeted at childeren, teenagers prefer Kool Café as
it has a cool imagery associated with it.
Changing the Retail Environment- Striking out on its own with AMUL outlets or parlours
to deliver consumers total brand experience.
Product Repositioning- Amul marketed bottled water named “Jaldhara”
due to its less potential in the market
and launched “ Narmada Neer”
Product Overlap- Amul processed cheese vs. cheese spread.Nutramul Energy Drink vs.
Amul Kool.

5.  Given this wide product portfolio, Amul’s approach is to promote its brands
in a rotational cycle of two to three years.
 After ice-creams were launched in 1996, the category was re-visited in
1999, in order to improve availability of the product and make it affordable.
 The focus shifted to cheese in 2001, Amul Masti Chaas in 2004-05 (sales
of Masti dahi grew by 25%), Nutramul and Kool Kafe in 2006 and this year
the focus is on Amul Koko — cold chocolate drink
 Uses a variety of media to communicate
 Most famous is billboard campaign
 The endearing polka dressed girl and pun at various issues increased
brand’s fan following.
 Various contests- Amul Maharani contest,Amul Star Voice of India

6. https://www.youtube.com/watch?v=onhgE0-z1qM

7. Amul has always spread its image all over the country and has kept us informed about its
public relation activities
 One of the public relation activity of Amul is CSR where they holds Amul yatra, in which their
distributors and their salesman are taken on to visit thjey are shown dairy plants , their upkeep
international standards and hygiene quality practice adopted for clean milk production.
 A featured movie called Manthan Directed by Shyam Benegal (1976) has been sponsored by
5,00,000 farmers of Gujarat , constituents of Gujarat Coopertive Milk Federation Of India.
 Also come up with short movie like Amul Heroes 35min.which talks about life of an employee
working in Amul and their networks.
 Amul Vidya Award, Amul‟s vision is to see educated talented students contributed to the nation.
For this purpose Amul took the initiative as Amul vidyashree and vidyabhushan award instituted
to recognize the brilliance of students across India as well as the quality of education and
guidance imparted by the schools the study in. The inception of this award dates back 2004-05.
 Amul’s Tree plantation initiative
 Amul relief trust.
 Amul sponsorship programmes like Amul Star Voice of India.